Taco Bell Feed the Beat

Driving engagement.

Take 100 unsigned indie bands and give them a forum for hundreds of thousands of music fans to hear them. That was our challenge as we completely revamped the third year of Taco Bell’s Feed The Beat campaign into a more fan-centric experience. With streaming music, in-depth band pages, games and a tourney-style, head-to-head voting contest, we had nearly a million fans in a 6-week period come Feed The Beat. Our virtual music festival even featured its own game, Pass the Taco, where players were challenged with getting a taco up to the front of the crowd to feed the band on stage. The only thing missing from this festival were the long lines for the bathrooms.